About You

Introduction

About You is a dynamic fashion e-commerce brand founded in 2014 by Tarek Müller, Fabian Dörfler, and Anna Alex in Hamburg, Germany. The trio aimed to create an online shopping experience that not only offered a diverse range of fashion products but also catered to individual styles and preferences. Starting out as a small startup, About You has grown significantly and has expanded its reach across Europe, emphasizing a user-centric approach to online retailing.

The philosophy of About You is anchored in the belief that fashion can be both personal and accessible. By leveraging technology and data, the brand seeks to create a personalized shopping experience tailored to each customer’s unique tastes. This approach is strengthened by its strong commitment to inclusivity and diversity, allowing people of various backgrounds and sizes to find apparel that suits them. The company's marketing strategies often focus on the empowerment of individuals, encouraging consumers to express their identity through fashion.

What makes About You special goes beyond its vast selection of clothing. The brand's emphasis on personalization, whether through targeted recommendations or an engaging online interface, sets it apart from competitors. Additionally, its collaborations with influencers and local designers create a unique blend of mainstream and niche fashion. The brand endeavors to build a community around its offerings, celebrating the personal stories and styles of its customers, which significantly enhances customer loyalty and connection to the brand.

Signature Products

The products offered by About You play a significant role in defining the brand's identity and ethos. With a focus on variety and customization, shoppers are sure to find something that speaks to them with each visit.

• Basic T-Shirts : Timeless pieces that come in various colors, providing versatility for layering and customizing personal style.
• Denim Jeans : A wide range of fits and styles, designed to cater to different body shapes while ensuring comfort and durability.
• Winter Jackets : Fashionable yet functional outerwear that combines warmth with stylish design for colder seasons.
• Sneakers : Trendy and comfortable footwear options that blend fashion with practicality for everyday wear.
• Dresses : A collection of dresses that cater to different occasions, from casual outings to more formal events, promoting self-expression through fashion.

Materials and Ingredients Used by About You

• Leather : This is a durable and flexible material made from animal hides. About You uses leather in various fashion items like jackets and bags, offering a timeless and premium look while ensuring durability and comfort.
• Wood : Wood is a natural material often associated with strength and sustainability. In About You's collections, wood is used in accessories and home decor, providing an organic aesthetic and a connection to nature.
• Cotton : Cotton is a soft, breathable fabric, widely used in clothing for its comfort and versatility. About You incorporates cotton in everyday wear, ensuring that their garments are both comfortable and suitable for casual settings.
• Polyester : This synthetic fiber is known for its resilience and moisture-wicking properties. About You utilizes polyester in activewear and outerwear, making it ideal for performance-driven products that require durability and ease of care.
• Down : Down consists of soft fine feathers found under the primary feathers of birds. It is used by About You in insulation for jackets and outerwear, providing warmth while remaining lightweight and compressible for easy storage.
• Lyocell : Lyocell is a semi-synthetic fiber made from wood pulp, known for its smooth texture and eco-friendliness. About You employs lyocell in more luxurious garments, enhancing comfort and breathability while being sustainable.
• Modal : This is another semi-synthetic fiber, also derived from beech tree pulp, praised for its softness and moisture-wicking properties. About You uses modal in everyday clothing to provide a silky feel that drapes beautifully on the body.
• Mohair : Mohair is a luxurious fiber obtained from the Angora goat, known for its luster and sheen. About You incorporates mohair in knitwear and scarves, adding a unique texture and warmth to their winter collections.
• Wool : Wool is a natural fiber derived from sheep, valued for its insulation and breathability. About You features wool in knitwear and coats, ensuring warmth in cold weather while allowing for moisture regulation.
• Organic Cotton : Organic cotton is cultivated without synthetic pesticides and fertilizers, emphasizing environmental sustainability. About You integrates organic cotton in their collections, appealing to consumers seeking eco-friendly and comfortable clothing.
• Lace : Lace is a delicate fabric made from threads, often featuring intricate patterns. About You employs lace in dresses and tops to add a feminine touch and elegance, making them suitable for special occasions.

Things to Keep in Mind When Buying From About You

The following issues are integral components of the supply chain for the brand and must be carefully addressed to promote sustainability and responsible sourcing.

Deforestation and Habitat Destruction:

The production of materials such as leather, wood, lyocell, modal, and viscose is closely linked with deforestation. Deforestation not only leads to the loss of vital forest ecosystems that house biodiverse species but also emits significant amounts of carbon dioxide into the atmosphere, exacerbating climate change. For instance, the conversion of forested land for cattle ranching in the Amazon for leather production contributes to this issue, while the harvesting of trees for wood and cellulose-based fibers (lyocell, modal, viscose) threatens forest resources globally.

Water Usage:

Cotton, including organic cotton, requires substantial quantities of water during cultivation. This can lead to significant ecological consequences, especially in water-scarce regions. For example, the Aral Sea in Central Asia has dramatically shrunk over the decades due to extensive cotton irrigation, leading to ecological and economic challenges.

Chemical Pollution:

Chemical usage is prevalent in the processing of materials like leather, cotton, polyester, lace, and elastane. The tanning process in leather production often involves toxic chemicals like chromium, which can leach into water bodies and pose health risks to local communities and workers. Similarly, the production of modal and viscose involves the use of hazardous chemicals like sodium hydroxide, causing pollution if not properly managed.

Animal Welfare Concerns:

The production of leather, down, mohair, and wool raises ethical issues regarding animal welfare. For example, methods of obtaining down feathers can involve live-plucking, causing distress to animals. Similarly, concerns about treatment of cows in the leather industry and shearers in the wool industry highlight these issues. Ethical sourcing and humane treatment standards need to be enforced to address these concerns.

Microplastic Pollution:

Synthetic materials such as polyester and nylon contribute to microplastic pollution when garment fibers break off during washing. These microplastics can persist in marine and terrestrial environments, entering food chains and threatening wildlife. Recycled polyester, while reducing waste, still presents this microplastic challenge, emphasizing the need for improved fabric technologies.

Addressing these issues requires a holistic approach, engaging with sustainable practices throughout the supply chain, from raw material sourcing to final product manufacturing. It is essential for brands to encompass responsible resource management, pollution control, and ethical labor standards to mitigate these impacts effectively.